Removing a significant limitation for a market, by default results in the creation of a new market category
Why = it opens up uncontested market space.
Test = Show a common clear way of how the market is currently coping with the limitation you intend to remove. Lack of a strong coping way will signal no significant limitation present, and therefore an immediate show-stopper here
If the market adopts the new rule, then by default it makes your invention a market MUST-HAVE
Why = your invention is the only one that can enable the new rule
Test = Can the market easily adopt the new way (rule), or is it going to take a long time? Is adoption within the control of the market, or not? We are looking for rule adoption showstoppers here.
Being able to remove the limitation technically for the market, by default satisfies the objective of the old rule sufficiently too.
Why = No further need for the old objective, and therefore the old rule
Test = A sample of customers experiencing the new way, must confirm that after what they have experienced, the old objective & old rule serves no further purpose. Any further need for the old objective and old rule will be a showstopper here.
By adopting the new rule, the market will realise value by default
Why = Value is realised by adopting the rule, and not the technology
Test = A sample of customers indicate how much value they realise by just adopting the new rule (the default value). Lack of default value will be a showstopper here!
Where the cost of coping (penalties) is greater than the price of the new solution, the market is already paying for it, by default
Why = Cost associated with coping will be eliminated
Test = Confirm with the market, that the cost of coping is greater than the cost of the new solution. A higher solution price tag will be a showstopper here.
Having serious skin in the game, by default attracts more buyers
Why = Guaranteed value must count and have very little risk
Test = Does the value guarantee count? Achieving a below-par sales conversion rate will be a showstopper here.
A lightning strike event is, by default a category defining even
Why = There is only one rule and one king
Test = Emerging category king – The new way must be associated with the company. Lack of recognition of ownership of the new way will be a showstopper here.
Achieving more than 40% market relevance (the PCF or growth hacker test), by default causes market push to become market pull (ready to scale)
Why = high compound growth rates and satisfaction levels tips the system.
Test = Conduct the growth hackerMUST-HAVE test. Anything below 40% will be a showstopper here.
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